...from large to small, from luxury to select servcie.
Any good Customer Relationship Management (CRM) professional will tell you that the first thing you need to do is to identify the objectives for your CRM initiative. For most hotel companies, these objectives typically include crucial measures like increasing repeat patronage, increase guest satisfaction indices, growing RevPAR and RevPAR Index and so on. Some companies will identify more sophisticated objective and metrics, such as increasing the number of guests shared across properties or increasing “share of mind” in the guest universe.
Where things get really interesting, the second task that your CRM consultant will tell you comes next: What are the supporting strategies the hotel company can employ to achieve the objectives? These strategies take many forms and the hotelier’s challenge is to select from the many available to organize the suite of tools that best fit the organization in achieving the defined objectives.